Text | Yu Thorn er, the author | dazed, the editor | Yiqing
"Hi, here we are."
On the mobile phone screen, the six anchors are full of vitality and wave their hands at the camera.
This is the 11th day of the bee surprise society.
On February 12, the Taobao account Bee Surprise Club was launched, and five of the six anchors were "old people" who had appeared in Weiya's live broadcast room before.
And Via's fans gave them enough face after the bee surprise club began broadcasting, and posted in Via's woman's super words, sighing "finally waited.".
Coincidentally, on February 15, the Taobao account Guangguang came to broadcast, and the five anchors came from the former Sydney team, and fans are no strangers to them.
When the assistants of Via and Sydney "returned", netizens had their own opinions. Some people think that "if you can't show your face, you can let the broadcast help broadcast make money, and you can't block it at all", and some people think that "Wei Ya is not equal to Wei Ya's team" and should not amplify one person's fault to others.
The various controversies on the Internet did not affect the liveliness of the live broadcast room at all, and after the assistant broadcast said "five four three two one, on the link" in the live broadcast room, the commodity inventory was still quickly "divided" by the audience.
Although the popularity of the two live broadcast rooms of the Bee Surprise Society and guangguang cannot be compared with the past Wei Ya and Sydney, for the two companies that have lost the "top stream", the broadcast has become a "life-saving straw" to undertake traffic.
01 Auxiliary broadcaster replacement anchor, comeback?
On February 13, 36Kr released an exclusive message, saying that it was learned from multiple independent sources that Via was seeking a comeback or re-broadcast on Taobao at the latest in March this year.
Before public opinion could ferment on a large scale, 36Kr deleted the news. Although at present, There is little hope of Via's comeback, Via's supporters have begun to provoke the "beam" of live broadcasting.
At 7:30 p.m. on February 12, 2022, an account called "Bee Surprise Society" was officially launched on Taobao.
The account has a total of six anchors, namely Kaizi, Haohao, Facai "brother trio" and Xiao Ying, Xiao Han, Duoduo "sister trio", when introducing the product, they are two or two groups, random partners, relaxed and cheerful, and occasionally tell stories of family and friends to enhance persuasion.
Among the six anchors, except for Xiao Ying, the other five were once the assistants and models of Wei Ya's live broadcast room. As fans, "Via's Women" are no strangers to these people.
In 2020, Hunan Satellite TV and Tmall jointly created the Double Eleven opening live broadcast ceremony, when Wei Ya "moved" the live broadcast room to the scene of the festival, and when she prepared the evening performance program, the temporary vacancy was topped by Kaizi.
Similarly, at the Via Carnival held in May 2021, Kaizi, Haohao, etc. also appeared at the event site.
The "Weiya Circle of Friends" column of the WeChat public account Weiya Surprise Club will update the interesting daily life of Weiya and the assistant broadcasters, such as the video of Qi'er singing and Hao Hao driving a toy car "drag racing".
With the professional performance in the live broadcast room and the fun of daily life, the supporting broadcasters have accumulated a certain degree of favorability in the fan group, of which Qi Er's Weibo fans exceeded 270,000.
After Wei Ya's live broadcast room was blocked, some netizens even wrote on Weibo, "In fact, what I am reluctant to do is people, Wei Ya, Qi Er, Kai zi, Hao Hao, duoduo." ”
Source: Sina Weibo @ Bee Surprise Society
This return is not only the anchor, the products on the shelves of the Bee Surprise Society, which are also familiar to the "Women of Via".
According to the list of outstanding gold medal anchors released by Tao list in October 2021, the brands that Weiya has deeply cooperated with include Lancome, Yuze, Procter & Gamble, Three Squirrels, Rice Ye, ubras, Adopt a Cow, Runbaiyan, etc., and some of the brand's products also appear in the live broadcast room of Bee Surprise Club.
From the perspective of brand and discount, everything seems to have returned to the past "Via Live Room".
In 2020, Yuze abandoned Li Jiaqi and defected to Weiya, and was deeply bound to Weiya. On the first day of the 2021 Singles' Day pre-sale, the highest-selling product in The Via Live Room was Yuze's Centella Asiatica Reassurance Repair Mask.
On the day of the premiere of the Bee Surprise Club, Yuze's Centella Asiatica Reassurance Repair Mask continued to be on the shelves, and the price was 208 yuan and 3 boxes, which was 80 yuan more discount than Yuze's self-broadcast room.
Lingerie brand Ubras is also a beneficiary of Via's livestream. According to Xiaohulu big data, in the "618" sensation in 2021, a total of 12 Ubras products were listed in the Via live broadcast room, with total sales of 170 million, which was the same as the annual sales of 2019 shown by the magic mirror market intelligence.
As of February 21, Bee Surprise Club has broadcast a total of 10 shows, of which 5 shows have racked Ubras underwear, muscle underwear, leggings and other products.
In addition, 3 of the 10 live broadcasts of the Bee Surprise Society had ITIB brand clothing. The brand is closely related to Via, as early as October 2020, ITIB and VIYA NIYA landed in Shanghai Fashion Week, Via appeared as the host, since then, ITIB has become a "regular customer" in Via's live broadcast room.
Whether it is the intensity of the offer or the brand on the shelves, it is not difficult to see that the Bee Surprise Club has won at the starting line.
"Watching live broadcasts is for cost performance, as long as the selection is good and the price is favorable, who broadcasts and what is the difference?" Zhang Fan, who often shops in Li Jiaqi and Wei Ya's live broadcast room, told Yu Jie'er.
As of February 22, 11 days after the launch, the number of fans of the Taobao account of Bee Surprise Club has reached 1.435 million. The number of viewers of the premiere exceeded 1.16 million, and then the popularity continued to rise, and the number of viewers on February 16, 18 and 19 even exceeded 10 million, but the popularity gradually declined on the 20th and 21st, and the number of viewers stabilized at about 5 million.
The live broadcast data of the Bee Surprise Society has been better than most mid-waist Taobao anchors. Taobao live broadcast data shows that from February 12 to February 20, Lin Yilun, who has 6 million fans, the number of viewers in the Taobao live broadcast room is stable at about 5 million, the maximum is not more than 6 million; the number of viewers in the Taobao live broadcast room is not more than 8 million.
According to the gray dolphin data, in order of the number of live broadcast views, of the top ten live broadcasts last week (February 14 to February 20), the first 5 were from Li Jiaqi, and the Bee Surprise Club took 6 to 9 places.
Without Via, the broadcasters are also threatening.
02 "Surviving" the "broadcasters"?
The head anchors are "coming back" through the form of auxiliary broadcasting.
In December 2021, Taobao anchor Sydney's social account and Taobao store were blocked, and #Sydney Company's offline clearance was hotly complained about #on the hot search.
Two months later, on February 15, 2022, a Taobao account called "Light is Coming" was officially launched. There are five anchors in the live broadcast room, and the anchor Guangguang (Yu Guangchen) was once the assistant broadcaster of the Sydney live broadcast room, in addition, the four people of Shanshan, Yaoyao, Xiaobai and Gong Jie were also the "original team" of the Sydney live broadcast room.
After adding a new female anchor on February 21, Hikari came to form the same "three men and three women" configuration as the Bee Surprise Society.
Like the Bee Surprise Society, the anchors who came to Guangguang claimed to be "starting a business", but many Sydney fans of Weibo and Xiaohongshu mentioned that they heard the voice of "aunt" (that is, Sydney's husband Zhang Heng) in the live broadcast room where Guangguang came.
In addition, the brand Yun Whale (according to the list of excellent gold anchors of Taobao Single), which has deeply cooperated with Sydney, also "landed" in the guangguang live broadcast room on February 18.
As of February 22, the number of Taobao account fans reached 580,000. At present, a total of 5 shows have been launched, with more than 1.85 million first-time viewers, more than 4 million viewers on the 19th and 20th, and 3.05 million viewers on the 21st. Whether it is the volume of fans or the number of viewers, there is a certain gap with the Bee Surprise Society.
Thanks to the huge fan volume of Via and Sydney, as well as the trust accumulated in the long-term live broadcast, the number of fans in the two live broadcast rooms of the Bee Surprise Club and Guangguang has grown rapidly, and the number of viewers has also stabilized at a certain volume.
The assistant broadcasters temporarily became the "substitutes" for the anchors who could not show their faces, and they were "sought after" by the audience for a while in the live broadcast room, and on the day of the premiere of the Bee Surprise Club, the screen was full of bullet screens such as "happy", "you are back", "long time no see" and so on.
Becoming the head anchor of the mountain, the importance of the auxiliary broadcast finally surfaced after the "Bee Surprise Society" and "The Light is Coming" finally surfaced. At the same time, the "burden" of the assistant broadcasters in the top Li Jiaqi live broadcast room is also getting heavier and heavier, and they are receiving more and more attention.
Source: Sina Weibo @ Li Jiaqi Fashion Supporting Group
Previously, the assistant broadcast in Li Jiaqi's live broadcast room was only Fu Peng and Wang Wang, who sat next to Li Jiaqi, and when they needed to display goods, they invited the staff of the live broadcast room to appear on camera; with the "expansion" of Li Jiaqi's live broadcast business, a fashion support group appeared in the live broadcast room, responsible for displaying the upper body effect of clothing.
At present, the broadcasters share part of Li Jiaqi's work, and before and after the start and end of Li Jiaqi's live broadcast, they take turns to be responsible for fashion broadcasting, life broadcasting, snack broadcasting and other special sessions.
In the "Mother and Baby Feeding Small Class" at 8 p.m. on February 13, Li Jiaqi worried that he "couldn't ask the point", and was broadcast live by assistant Yiwen and Qingzi and parenting expert Cui Yutao.
The supporters not only appeared in the live broadcast room, but also "mixed faces" in Li Jiaqi's unboxed video. They will also share their childhood photos, makeup tutorials, photo skills, dance flipping and other content in the Weibo, Douyin and Xiaohongshu accounts of the supporting broadcasters. At present, the number of fans of the Xiaohongshu account of Li Jiaqi's broadcast group has reached 96,000, and the number of fans of Weibo and Douyin accounts has also exceeded 10,000.
Male assistant broadcasters were "pinched" by Wang Wang, in the live broadcast display to make pulling ties, taking off coats, wink than heart and other actions, editing the video in Douyin received more than 200,000 likes, some netizens wrote on Weibo, "I also did not expect that one day I went to see Li Jiaqi live to see handsome guys, the boys of the broadcast group looked too much." ”
The assistant broadcasters in Li Jiaqi's live broadcast room began to emerge on the Internet, reversing the previous evaluations - before this, Li Jiaqi and Wei Ya's assistant broadcasters had faced a large number of "crusades".
In February 2020, during Li Jiaqi's live broadcast, some fans brushed the screen and insulted the little assistant Fu Peng, and in the early morning of the next day, Li Jiaqi sent a microblog to euphemistically reprimand the online violence, "I hope you want to comment on a person, before one thing, tell yourself the words you said to himself, maybe in this way, we can have less harm and tragedy." ”
Wei Ya's assistant Qi Er has also been criticized, grabbing words, sharp voice, rustic... From her business ability to her looks, she is not liked by some audiences.
In October 2021, under a Douyin video released by Qi'er, netizens unceremoniously commented, "When Wei Ya is live, can you not grab the camera", which received more than 600 likes; in the same month, under a small red book note that spoke for Qi'er, the hottest comments thought that Qi'er's "business ability is problematic", and the number of likes exceeded 3,000, which was 6 times the popularity of the original note.
Unexpectedly, the assistant broadcasters, who were not loved by the audience, have now become the "safe haven" of the head anchor, and also give the company behind the head anchor the opportunity to "make a comeback".
03 Traffic in the "head"?
Although some head anchors have disappeared, the spotlight of live e-commerce has always been "focused" on their live broadcast rooms and has never left.
After Wei Ya and Sydney were banned, other Taobao anchors failed to undertake the traffic of the two, but instead the assistant broadcasters who came out of the two live broadcast rooms rose strongly.
Obviously, compared with the less familiar waist anchors, the assistant broadcasters who have worked with the head anchor are more likely to gain the recognition and trust of consumers, so that they continue to "pay" for the influence of the head anchor.
There are even times when blue is better than blue.
Simba, a Kuaishou Internet celebrity with more than 97 million fans, not only established his own "live broadcast empire", but also won a number of "apprentices" under his command. Whether it is an apprentice or a new anchor, Simba will let the "children" appear in his own live broadcast room, and call on the family in the live broadcast room to pay attention to their apprentices and divert traffic for the apprentices.
Among Simba's 4 apprentices, the female anchor egg is undoubtedly the best performer.
As of February 22, the number of egg and egg Kuaishou fans reached 54.85 million, and was selected as one of the top 100 anchors of Kuaishou in 2021.
Carry-on sales are also outstanding. According to Feigua data, in January 2022, only 4 live broadcasts of eggs ranked first, with an estimated sales of more than 11 million; Simba himself ranked second with 6 live broadcasts and estimated sales of 6.25 million. In third place is Mr. Chen, who has been broadcast for 31 times, and his estimated sales are only 2.48 million, which is a significant gap with the first two.
When Simba's apprentice picks up the girder, Luo Yonghao is turning his live broadcast room into an IP.
In April 2020, Luo Yonghao opened his debut with goods on Douyin, and in just 3 hours, the total transaction volume exceeded 110 million, so Luo Yonghao was also regarded as "a brother with goods on Douyin".
According to the 2021 annual report card released by the Weibo account @Make a Friend Live Room, the live broadcast room ranked No.1 in Douyin Live with goods with actual paid sales of 5 billion yuan.
The turnover of making a friend in the live broadcast room is not luo Yonghao's credit.
Image source: Screenshot of Luo Yonghao's live broadcast room
In November 2021, Huang He, co-founder of Make a Friend Technology, revealed that Luo Yonghao's live broadcast time accounted for less than 7% of the live broadcast room of Making a Friend. Luo Yonghao's live broadcast frequency is stable once a week, and the time is fixed at 8 pm "golden file", which is usually 2-3 hours.
As the "soul person" in the live broadcast room of making friends, Luo Yonghao's regular live broadcast has a stronger symbolic significance.
In the "sun never sets" live broadcast room of making a friend 7X24 hours uninterrupted live broadcast, the "anchor group" is the main force with goods, and in the matter of "carrying goods", Luo Yonghao gradually began to "retire from success".
Cultivating a new anchor and weakening Luo Yonghao is deliberately doing it to make a friend in the live broadcast room.
When Luo Yonghao started broadcasting, he would say "welcome to make a friend in the live broadcast room", emphasizing the brand IP of "making a friend" rather than Luo Yonghao's personal IP; when Luo Yonghao broadcast live, he would arrange different anchors to partner with him and "mix a face" in the live broadcast room.
The "de-Luo Yonghaohua" of making a friend in the live broadcast room is quite successful, so that without Luo Yonghao, the live broadcast room can still operate as usual.
In September 2021, Huang He and Luo Yonghao traveled to Putian Xianyou for business due to matters related to their own brands, and were affected by the epidemic and had to quarantine for 21 days.
"You can imagine that the anchor of any head (MCN) organization can't show up for more than 20 days, can't broadcast live, the business is crazy, and the audience is crazy." But the amazing thing is that for more than 20 days in September, our GMV and profit are not less at all. At the 2021 New Consumer Brand Unicorn Summit hosted by Blue Shark Consumption, Huang He shared.
For the MCN institution behind the head anchor with goods, "de-starization" and "creating live broadcast room IP" is undoubtedly one of the best solutions to cultivate new forces and avoid the risk of "collapsed houses", but the difficulty is that not every broadcast can always give strength to make consumers willing to buy it.
At present, Make a Friend already has 9 subdivision accounts such as @ Make a Friend's Wine Food @ Make a Friend's Beauty Daily Chemical, and Zhu Xiaomu, Huang He, who served as a broadcast assistant in Luo Yonghao's live broadcast room, and Wang Tuo, who has experience as a selection manager, have become the anchors of the subdivision account.
Unlike making a friend in the live broadcast room, the anchors of the Bee Surprise Club and the light need to take into account the whole category of products, which means that the anchor needs to grasp more product information and make more adequate preparations, and the new anchors who are currently slightly greener obviously need more time to adapt.
After watching the recent live broadcast of the Bee Surprise Club, it was found that compared with Via's previous live broadcast, the Bee Surprise Club lacked an "absolute center", and the six anchors were "on an equal footing" and did not have a clear division of responsibility. The alternation of anchors seems to be just to "ensure that everyone appears on camera", and is complained by Xiaohongshu users that "chaos, noise, no priority and sub-order".
In addition, there will be some small problems caused by "business unfamiliarity" in the live broadcast room, such as in the live broadcast on February 20, Kaizi and Xiaoying introduced a foot soaking powder, Xiaoying suddenly "stuck" when he said the price, fortunately, Kaizi kept up in time; Duoduo and Haohao have introduced the yogurt of the 1-cent spike, but the spike link has not been opened for a long time... The road to helping the broadcasters to pick the beams is a long way to go.
Li Jiaqi and Wei Ya's personal aura gradually dimmed, and the broadcast became a "new product" in the field of live e-commerce.
When Taobao accounts such as bee surprise club and guangguang came, the industry suddenly realized that having a good broadcast is the key to continuing the aura.
(Zhang Fan is a pseudonym in the text.) ）